Sixth International Conference on Communication & Media Studies

Abstract

This study is part of research still under development that seeks to investigate the concept of avatar and the processes of avatarization in today’s global society, based on the digital world, in the context of Communication and Performance Studies. First, we make a historical retrospective of both the term avatar, which goes back to the Hindu theological narrative, and the social performance we call avatarization, which, although not with this nomenclature, dates back to the first human societies, such as the Mesopotamian, Egyptian, Chinese, and Inca civilizations. Then, we seek to discuss the meanings of avatar today, especially in the sphere of influence marketing, digital culture, and pop culture. Finally, we outline an analytical possibility of communicational phenomena based on the perspective of avatarization.